The future of Oysterflex

[tdk133]

How can Rolex increase visits to ADs (and the collateral purchases associated therewith) and profits without impact on watch production?
Go hard in the strap game.

First, introduce a new quick-release upgrade for all bracelets (a la AP and VC).
Retrofits for all modern models will be available but users must surrender legacy endlinks to receive upgrade.
That will allow ADs opportunity to sell customers other watches when they visit for the endlink swap and increase scarcity of models without the quick release upgrade.

Next, make Oysterflex available as an accessory for every model.
Release new Oysterflex patterns/designs each year specific to each model (e.g., world timezone map for GMT Masters, airplane motif for Skydwellers).
Each year, customers will be limited to one Oysterflex per model they own.
Customer must visit AD for sizing and to register model/serial no. for which the Oysterflex is being purchased.

Accomplishments of the above:

• Embossing new patterns on the Oysterflex each year will have minimal cost but outsized visibility: Strictly limited supply and high demand (“I want a Seadweller OF for my Sub”) will keep interest frothy.
• Potential for collateral sales exists because customers must visit AD for mandatory sizing.
• Database of serial numbers for watches brought to ADs for Oysterflex fitting can be compared to sales records to trace transmission chain.
• Not saying Rolex will crack down on flipping but if they identify a pattern of hot models sold by a single AD being registered for Oysterflex fittings at other ADs throughout the world within months of sale, they might have a talk with the original AD.
• Additionally, one presumes the profit margin on Oysterflex would be robust.

Thoughts on this proposal?

[J97]

A

[beshannon]

Originally Posted by tdk133

How can Rolex increase visits to ADs (and the collateral purchases associated therewith) and profits without impact on watch production?

Thoughts on this proposal?

Purchases of what? Invite more people to the stores to see the watches they do not have?

[rambo99]

bad idea.

[itsinthebag]

I don't think they'll release OF for every model. Keeping it on PM only models helps with the luxury/exclusivity perception. Raising prices across the board for all models would do more for profit expansion and require the least amount of effort/cost/time - don't need to invest in new OF types, quick-release technology, etc. Rolex isn't always seeking to maximize profit in the general economic sense.

[dimalexpl]

I like your sense of humor !

[Chadridv]

This is not the rolex way. They’re so old school.

At this point AP, VC and Patek all have some type of quick release system (Patek just their leather straps). But rolex doesn’t want you ever fussing with your watch. They don’t want spare parts floating around, they want to keep watches married to their bracelets and hate when the end users try to play watch maker.

[nyc10ken]

OF are $275 per piece, there's not much margin in that. Rolex will sell it no matter bracelet or strap.

Plus what bothers me about the new Tudors is the lack of bracelets and some undesirable strap options. And paying a higher price for a stand alone bracelet.

Hypothetically if Rolex did what youre proposing you will see a few more watches for sale in the windows, but it'll be the stuff we saw couple years back at best, YM, AK, MG, DJ, DD etc

[zengineer]

Or they could make more watches...just a random idea.

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[Krash]

This is a solution for a problem that doesn't exist.

Rolex sells every watch they make. They can't make enough watches to meet the demand.

[Old Geezer]

Originally Posted by Krash

This is a solution for a problem that doesn't exist.

Rolex sells every watch they make. They can't make enough watches to meet the demand.

IMO, Rolex is making exactly the number of watches they want to make. They already have massive brand recognition and appeal. Making more risks diminishing the panache associated with the brand.

[HMHM]

Keeping the OF for only PM variants is the better option than offering for every model. The lightweight OF helps to balance out the heavy PM case which makes it suitable for daily wearing.

[Krash]

Originally Posted by Old Geezer

IMO, Rolex is making exactly the number of watches they want to make. They already have massive brand recognition and appeal. Making more risks diminishing the panache associated with the brand.

I agree. I am not suggesting they should make more. I am just telling it like it is. They sell every watch they make. The demand is greater than the supply.

[SS Oyster]

I think the best thing Rolex could do to increase adoption of OF bracelet is to make each come with a Glidelock clasp like they did in the YM42 WG model. That will allow more sizes to fit without replacement.

I do like your idea of quick disconnect, which would also help, but then they would have to make multiple size OF bracelets available for sale.

[jb335]

I do not like the idea of designs on the OF.